Entendiendo al consumidor japonés y coreano. Tendencias de exigentes mercados en Asia

Main Article Content

David Puerta Hernández
Natalia Serna Montoya


Japan, Republic of Korea, East Asia, economic development, consumption trends, marketing


With economies that have grown and developed rapidly, East Asia has called the attention of other industrialize and developing countries, large conglomerates and ambitious entrepreneurs willing to venture into their markets with the desire to find opportunities and big profits for their companies. The region has become very attractive; economies with highly purchasing power -especially South Korea and Japan-, the concentration of a large percentage of the world population, stable growth rates and an increasingly specialized and westernized consumer. Regardless of the level of development they have reached, it cannot be left aside the countless mistakes companies have made to reach the region. That is why understanding the economy, the politics, the dynamics and the way their consumers behave is mandatory if you want to succeed in these demanding, changing and globalized markets. In this paper a recent economic analysis of South Korea and Japan it’s presented, followed by a contextualization of consumption trends and consumer behavior of its inhabitants.


Download data is not yet available.
Abstract 2123 | PDF (Español) Downloads 1017


Aoyama, I., Koyama, S., & Hibino, H. (2012). Self-medication behaviors among Japanese consumers: Sex, age, and SES differences and caregivers’ attitudes toward their children’s health management. Asia Pacific Family Medicine, 11doi:http://dx.doi.org/10.1186/1447-056X-11-7

Banco Mundial. (2014). DEPweb: Más Allá Crecimiento Económico. Obtenido de Grupo del Banco Mundial: http://www.worldbank.org/depweb/spanish/beyond/beg-sp.html

Country Intelligence: Report: Japan. (2014). Japan Country Monitor, 1-20.

Hirogaki, M. (2013). Estimating consumers’ willingness to pay for health food claims: A conjoint analysis. International Journal of Innovation, Management and Technology, 4(6), 541.doi:http://dx.doi.org/10.7763/IJIMT.2013.V4.458

Hirokawa, S., & Tsai-Ling, W. (2012). Developing Effective Marketing Strategies for the Japanese Market: A Review of the Literature. International Journal Of Management, 29(3), 207-218.

Hwang, I. (2013). New Governments & Economic Models in NE Asia. SERI Quarterly, 6(3), 12-21.

Kim A, & Shin M. (2011). Korea’s luxury market: Demanding consumers, but room to grow . Estudios , Mckinsey & Company, Seúl.

Kohlbacher, F., &Chéron, E. (2012). Understanding ‘silver’ consumers through cognitive age, health condition, financial status, and personal values: Empirical evidence from the world’s most mature market Japan. Journal Of Consumer Behaviour, 11(3), 179-188. doi:10.1002/cb.382

Korea.net. (s.f.). Korea.net. Recuperado el 23 de 04 de 2014, de Noticias http://spanish.korea.net/NewsFocus/Policies/view?articleId=118039

Lincoln, E. J. (2011). Japan’s long-term economic challenges. Comparative Economic Studies, 53(3), 455-474. http://dx.doi.org/10.1057/ces.2011.13

Mitsunori, H. (2012). How Are Functional Foods Perceived in Japan? Empirical Study of Young Japanese Consumers’ Behavior. International Journal Of Management Cases, 14(4), 185-199.

Morimoto, S., & Nagahata, K. (2012). The lure of online shopping sites: An analysis of rakuten and amazon in japan. The Business Review, Cambridge, 20(1), 180-187. Retrieved from http://ezproxy.eafit.edu.co/login?url=http://search.proquest.com/docview/1021196897?accountid=45662

Nakamaru, H. (2010). Trends and future issues of environmental management in japan. Asian Business & Management, 9 (2), 189-207. http://dx.doi.org/10.1057/abm.2010.

OCDE. (s.f.). OCDE. Recuperado el 2 de 05 de 2014, de http://www.oecd.org/centrodemexico/laocde/

Salsberg, B. (2010a). Multichannel shopping in Japan: At the tipping point. Recuperado el 20 de Enero de 2014, de Consumer and Shopper insights: http://csi.mckinsey.com/Knowledge_by_region/Asia/Japan/Multichannel_shopping_in_Japan.aspx

Salsberg, B. (2010b). The new Japanese consumer. Mckinsey Quarterly, (2), 80-87.

Salsberg, B., Yamakawa, N., & Remy, N. (Junio de 2013). Mckinsey’s Japan Report: The Godzila of luxury set for another strong year. Recuperado el 20 de Enero de 2014, de McKinsey Consumer and Shopper Insights: http://csi.mckinsey.com/Home/Knowledge_by_region/Asia/Japan/Japan_luxury_report_2013.aspx

Sakong, I., & Koh, Y. (2012). La economía Coreana seís décadas de Crecimiento y Desarrollo. Santiago, Chile : Naciones Unidas.

Slater, S. (2013). Japan: Marketing Management Issues in Japan. En S. Paliwoda, T. Andrews, & J. Chen, Marketing Management in Asia (págs. 78-101). Nueva York: Routledge.

Tepperman, J. (2013). Japan Is Back. Foreign Affairs, 92(4), 2-8.

Garcia, C. R. (2010, August 3). Many Koreans lag in ‘green’ efforts. Korea Times, p. 3